(The Entrepreneur Ridealong) Building A Niche Travel Site From $0 to $350,000: Creating a Comprehensive Content Strategy

James Oliver October 6, 2023

How to Build an Effective Lead Nurturing Campaign

The foundation of a robust content strategy begins with comprehensive keyword research and an understanding of SEO dynamics. Here’s a step-by-step approach to shaping this strategy:

Competitive Analysis:

  • Compile a list of your competitors.
  • Examine their content to identify what they’re ranking for.
  • By analyzing all the competitors thoroughly, you can uncover up to 90-95% of the content topics essential for your niche.

Leveraging Forums:

  • Investigate forums like Reddit and Quora for keywords they rank for.
  • Many overlook this strategy, but it can be a goldmine. Often, these platforms rank for keywords with seemingly zero search volume, but these are precisely the terms you’d want to target.
  • This method helps in tapping into “low-hanging fruit” opportunities.

Establishing Pillar Content:

  • Identify and create pillar money pages. These are the cornerstone articles or guides vital to your niche.
  • They serve as the foundation for your content strategy.

Complementing with Supportive Content:

  • Alongside the pillar pages, generate content that addresses more specific questions or topics related to your main content.
  • This forms a “hub and spoke” model, where your main pages (hubs) are supported by related articles (spokes).
  • By understanding the primary pages necessary for your niche, you can expand (or “speak out”) from there.

Types of Content to Focus On

When deciding on the type of content, consider your niche and audience preference. A common misconception is the need for a balanced approach between ‘best’ articles and informational content.

While some experts recommend a 50-50 split, depending on the niche, a 70-30 split might be more beneficial. Starting with “best” articles can be advantageous as they’re easier to identify and build informational content around them.

The Myth of the 50/50 Content Split:

  • There’s a misconception that a balanced approach to content requires an even 50/50 split between review-based (“best of”) articles and informational content.
  • Contrary to popular belief, Google hasn’t mandated this balanced approach.

What Works in Rankings:

  • Many successful websites focus heavily on review articles, sometimes as much as 90% of their content.
  • Some websites focusing solely on “best of” review articles continue to rank well without any negative impacts from Google updates.
  • No concrete evidence indicates that focusing mainly on review articles is detrimental to rankings.

The Monetary Angle:

  • Affiliate marketing, often linked with “best of” content, tends to be more lucrative than revenue from ads associated with informational content.
  • Sites laden with ads often offer a subpar user experience compared to sites that cater to users’ immediate search intent.

Rather than strictly adhering to a perceived content balance, ensure the content aligns with the audience’s needs.

On-page SEO Elements

Optimizing your article for search engines is paramount. The following practices can enhance visibility:

  • Headers: Use a single H1 tag, the article’s title. Hierarchical headers like H2, H3, etc., should be used to structure the content.
  • Title Tags: Optimize them by including main keywords and occasionally adding a clickbait element for increased engagement.
  • Meta Descriptions: Incorporate the main keyword to improve click-through rates. Formulating it as a question can also spark intrigue.

Hierarchical Structure is Key

  • Order Matters: Your headers should follow a hierarchical order. That means after your H1, you should have H2s, followed by H3s, and so on.
  • Design Element: Beyond helping search engines understand the structure of your content, this also provides a better reading experience. A distinct design element helps break the content and guide the reader through the information.

Title Tag Optimization

  • Importance: The title tag is vital. It should contain the main keyword to enhance its discoverability.
  • Adding a Twist: Sometimes, adding a bit of a “clickbait” element to your title can be beneficial. Example: paintball marker review Is It Worth It?

Meta Descriptions
Even if it doesn’t impact SEO directly, including the main keyword in the meta description is crucial for click-through rates. When someone searches for that keyword on Google, which appears in your meta description, it gets highlighted in bold. This naturally draws attention.

Posing a Question
Engaging the Curious Mind: Making your meta description a question can pique the searcher’s curiosity. It prompts them to click on your link for the answer.

The Power of Cliffhangers
Leaving your meta description on a note of suspense or intrigue can be very effective. It’s human nature to seek closure, and a cliffhanger encourages the searcher to click through to get the full story.

Structuring and Formatting

When considering structuring and formatting, it’s essential to use hierarchical headers to give your article a clear structure.

Additionally, integrating occasional bullet points can make complex information more digestible.

Using short and varied sentence structures is beneficial, especially since many readers tend to skim articles.

Branded images, as opposed to generic stock photos, add a touch of professionalism and can make your content stand out.

When it comes to content, both structure and formatting play a pivotal role in keeping your readers hooked. Here’s my take on it:

1. Hierarchical Headers

  • Layered Structure: As I mentioned earlier, having hierarchical headers is crucial. These headers act as signposts, guiding your reader through your content.

2. Bullet Points

  • Why Use Them: Bullet points are a great way to break down information. They make your content easily scannable, ensuring readers can grasp key points at a glance.

3. Sentence Structures: Keep It Varied and Short

  • Avoid Monotony: Using the same type of sentence structure can get monotonous. Varying it keeps the reader’s attention.
  • Stay Concise: Short sentence structures, especially in online content, help to hold the reader’s interest.

4. Design Elements

  • Quote Boxes: Incorporating quote boxes can emphasize key points and offer a fresh design to the page.

5. Branded Images: An Underrated Asset

  • Why They Matter: Branded images enhance the visual appeal and improve credibility. When someone searches for a related keyword, your branded images stand out, increasing the chances of clicks.
  • Steer Clear of Stock: Overuse of stock images can detract from the authenticity of your content. It can give an impression of laziness or lack of originality.

In essence, while content is king, the way it’s presented can make or break its effectiveness.

Investing time in proper structuring and formatting can significantly boost user engagement and SEO performance in the form of links and shareability.

Aligning with Search Intent

Ensure your content matches the search intent by analyzing top-ranking pages for your chosen keyword.

Your aim should be to answer the main query comprehensively.

By Googling your main keyword and understanding what content currently ranks, you can tailor your content to meet or exceed similar standards.

In terms of aligning with search intent and providing genuine value:

  • Always Google your primary keyword to understand the prevalent search intent and tailor your content accordingly.
  • Your main goal should be to answer the core query comprehensively, ensuring you address all aspects of the topic.

Article Length

While there isn’t a one-size-fits-all answer, you might consider:

  • 700+ words for low-competition topics.
  • 1,000 to 2,000 words for medium competition.
  • 2,500+ words for high competition.

(These are ballpark figures)

However, revisiting and updating your content periodically is essential to maintain its relevance and depth.

To ensure your content remains comprehensive, analyze what competitors are writing about, then try to add unique sections or perspectives they might have missed.

Adding unique sections is information gain. Google loves articles that add new information to the SERPs.

This approach not only sets your content apart but also provides added value to your readers.

Maintaining Quality

To ensure accuracy, relevance, and value:

Staying On-Topic: It’s essential to remain focused throughout the article. Ensure that the content directly aligns with the main keyword or subject.

Avoiding Fillers: Writers sometimes drift off-topic to achieve a specific word count. However, concise and relevant content is more valuable than lengthy and diluted articles.

Positioning of Information:

  • Highly relevant content should be at the beginning.
  • Less relevant or slightly tangential topics can be placed towards the end.

Linking Strategy: For topics that are less relevant but still valuable, consider:

  • Positioning these towards the article’s end.
  • Providing links to comprehensive articles on those subjects, offering readers an avenue for deeper exploration.

By adhering to these guidelines, articles maintain a structured flow and cater to readers’ primary interests and queries.

Integrating External Links

Embed authoritative external links to enhance credibility. Prioritize linking to authoritative sites like government websites or scientific journals over competing blogs or niche websites.

Remember, the goal is to add value and credibility to your content.

1. Be Discerning with External Links

  • Steer Clear of Niche Blogs & Direct Competitors: It’s crucial not to divert your readers to competitors or other niche blogs.
  • Prioritize Established Sources: Lean towards linking to recognized platforms like Wikipedia, Government Websites, and Scientific Journals. Such sources bolster your content’s credibility and reinforce trust with your readers.

2. Prioritize the Reader’s Experience

Always keep the reader in mind. If an external link can deepen their understanding or offer further insights, it’s valuable. However, the linked source should always be reliable and authoritative.

Encouraging Social Media Interaction

While not every article might gain traction on social media, incorporating social sharing buttons and encouraging comments can foster engagement and deepen the content.

While the power of social media can’t be ignored, it’s not my primary strategy. Here’s how I approach it:

Past Strategies: I used tools like ‘click to tweet’ buttons. They were useful for sharing and added a visual break in the content, enhancing the format.

Current Approach: I’ve minimized my emphasis on social sharing. While some articles still retain share buttons at the top and bottom, it’s not a focal point.

The Power of Encouragement

Rather than pushing for social shares, my strategy leans towards:

Encouraging readers to delve deeper into the site at the bottom of the article. Phrases like “What did you think of this section?” or “Share your thoughts on this topic” can spark interest.

Comments: Invite readers to comment and share their insights. Not only does this boost engagement, but:

  • Relevant comments can enhance the article’s depth.
  • This user-generated content is searchable, potentially boosting SEO.

Remember, while social media has its place, fostering genuine engagement on your platform can offer longer-term benefits.

Multimedia Elements

Including branded images and relevant YouTube videos can elevate the user experience. They not only make the content visually appealing but can also help in explaining complex topics in simpler terms.

Here’s why and how you can effectively integrate them:

1. The Case for Multimedia

  • Engaging Experience: Visuals break the monotony of text, making the article more engaging and visually appealing.
  • Branded Images: As previously mentioned, branded images elevate the professionalism of the content. They resonate with the brand identity and can also improve recognition in image search results.
  • Relevance: Whether it’s images or videos, ensure they align with the content’s context, adding value to the reader’s experience.

2. Videos: The YouTube Advantage

  • Why YouTube: Given that Google owns YouTube, there’s a synergy in promoting YouTube content. It’s beneficial to lean into this relationship.
  • Type of Content: Focus on incorporating informational videos instead of promotional ones. This offers readers a deeper understanding of the topic.
  • Placement & Quantity: Ideally, place one video towards the top-middle and another towards the middle-end of the article. Limiting to two videos ensures that page load times remain optimal.

3. Enhancing User Experience

  • Page Speed: While multimedia is beneficial, ensuring it doesn’t compromise page loading times is essential. Videos, in particular, can be heavy.
  • Selectivity: Not every article might need a video. Being selective ensures that when videos are used, they genuinely add value.

In conclusion, a balanced integration of multimedia, when done right, can significantly elevate the quality and engagement of an article. Always prioritize user experience and ensure every multimedia element has a clear purpose.

Monitoring Performance

Beyond tracking traffic, monitor user engagement metrics. Observing time spent on the site, clicks to other pages, and interaction levels can provide insights into the article’s success and areas of potential improvement.

KPIs (Key Performance Indicators) serve as a compass, guiding us to understand how our content is performing. Here’s how I approach and value them:

1. Traffic: The Primary Indicator

Monitoring Traffic: The foremost metric I track is each page’s traffic. It’s a direct reflection of the content’s reach and visibility.

2. Bounce Rate: Not Always the Gold Standard

In the past, I used to delve deep into bounce rates to gauge content effectiveness. However, bounce rates can be misleading. It’s difficult to ascertain if a high bounce rate indicates dissatisfaction or if the user simply found what they were looking for quickly.

3. User Engagement: The True North

While high traffic is an encouraging sign, what’s even more valuable is user engagement.

  • Interactions & Click-Throughs: I keenly observe if users navigate to other site pages after their initial landing. Are they moving to review articles or other informational pieces? Because of one article are they clicking and reading multiple articles?

4. The Ultimate KPI: User Retention

  • Engagement Over Numbers: Moderate traffic with high engagement is more valuable than high traffic with minimal engagement.
  • Building a Loyal Audience: If users explore multiple pages, it indicates they’re more likely to become long-term fans.

In conclusion, while traffic remains a primary metric, the real success lies in ensuring that this traffic is engaged, explorative, and returns for more. Always aim to transform a one-time visitor into a loyal fan.


Building a robust content strategy is an ongoing process that requires attention to detail, adaptability, and a keen understanding of your audience’s evolving needs.

By blending quality content with SEO best practices and continuous monitoring, you can consistently offer genuine value to your readers.

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